Which action is recommended to optimize for conversions?

• A. Test ads with different calls-to-action to see what works better to drive sales
• B. Consider adjusting bidding and budgeting to widen your reach
• C. Make improvements to ad quality — perhaps a site link extension to drive customers straight to the Buy now button
• D. Create new ad groups from existing ones

Answer: (C)

To optimize for conversions, focus on making the ad itself more relevant and, just as important, shorten the path to completion for the user. Improving ad quality touches on key signals Google uses to determine when an ad should appear and how compelling it is to click. Higher ad quality often leads to a stronger click-through rate and a better user experience after the click, which can translate into more conversions. Pairing that with a sitelink extension that sends users directly to the Buy Now page removes extra steps and friction, guiding interested shoppers straight to the conversion point.

Think of ad quality as the combination of relevance to the query, clarity of value in the ad copy, and a positive landing page experience. When these are aligned, more qualified clicks happen, and once users land where they expect, they’re more likely to convert. The sitelink to the Buy Now path acts like a direct shortcut, increasing the chance that a click turns into a purchase.

Other actions can help in different ways—for example, testing different calls-to-action can improve messaging and CTR, but it doesn’t guarantee a smoother conversion path. Widening bidding and budgeting may increase reach but can dilute conversion efficiency. Creating new ad groups changes structure but doesn’t inherently improve the likelihood of converting without strengthening ad quality and the conversion path.